Centauro Sports: The uniform that never existed

Thomas Tagliaferro, Daniel Ottoni, Jose Spagnuolo

Sports retailer Centauro won media attention and relevance in Brazil during the 2020 Tokyo Olympics, with a TV, digital and social campaign based on the story of Brazilian athlete Aida dos Santos.

Campaign details

Brand: Centauro SportsBrand owner: SBF GroupEntrant company: Centauro Sports - BrazilIdea creation: TracyLocke São PauloMarket: Latin AmericaSector: Clothing & accessoriesMedia channels: Events & experiential, Television & Connected TV, Public relations, Point-of-purchase, in-storeBudget: Up to 500k

Executive summary

Aída dos Santos was the only woman included in the Brazilian delegation that went to the 1964 Tokyo Olympics and the highest-placed Brazilian individual athlete for more than 30 years. But she had to pay for her trip to Japan herself and competed without support, a...

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